Twitter Revamps Ads with Paid 'Stickers'

Twitter and PepsiCo have teamed up to launch a paid-for stickers feature on the social network.

(CCM) — On Monday, Twitter announced that it would be rolling out Promoted #Stickers, an expanded version of its recently-released #Stickers feature that allows brands to pay Twitter to discreetly, and "authentically" advertise for them. Reminiscent of Snapchat's branded filters, a brand's stickers — they can design anywhere between four and eight — will be available in the #Stickers library to users to add onto their own photos. "#Stickers act as a visual hashtag, meaning that photos with your brand’s sticker will be connected and discoverable to anyone who taps your brand’s sticker," said Ilya Brown, Twitter's Head of Product, Brand & Video Ads in a blog post.

Twitter's first partner in the venture is PepsiCo, which will introduce 50 custom stickers across ten worldwide markets for users as part of the company's PepsiMoji campaign. The partnership will also feature a creator campaign to show users how to use #Stickers as well as a Promoted Trend and a Pepsi emoji on Twitter. This deal marks the largest partnership between Twitter and Pepsi in history.